After months of speculation, Dutch visionary Don Diablo delivered his highly anticipated album, FORΞVΞR, through his own Hexagon imprint. FORΞVΞR is a carefully curated 21-track selection that sees Don deftly move between genres and soundscapes.

The goal was to position Don as an allaround artist and not just a producer/DJ.

Following six pre-release singles and an extensive digital marketing campaign, including the usual music videos, NFT drops, virtual livestreams alongside traditional promo, the week into release was vital.

We needed to keep up the momentum that had built from several months of anticipation and engage Don Diablo’s existing fanbase to make the release feel like a big deal and grow the kind of social media word-of-mouth that would usually be generated via tour activity.

We needed a fresh new narrative to increase excitement and also to bring people together to share their anticipation.

We launched an international splash page as the central location where fans were encouraged to engage with each other as well as directly with Don. Anyone who pre-saved or pre-added the album from the splash page was eligible to be selected for a private Zoom listening party with Don Diablo himself.

We wanted to create a communal moment to bring fans together in a fun way – incorporating ‘90s Windows aesthetics with an old school chat function, hidden Easter eggs throughout the website while strategically releasing new content drops every day before the release.

During the campaign Don also worked with the United Nations and Just Dig It to kick off the UN’s Decade of Ecosystem Restoration (2021-2030) and celebrate World Environment Day. A portion of his Spotify royalties were donated to the charity. 

A large-scale audience engagement campaign was set in motion with an extensive deep dive into audiences allowing an innovative peer-to-peer word-of-mouth campaign.